Dr Caroline J Oates
BA, MSc, PhD
Management School
Reader in Marketing
White Rose DTP SMP Pathway Director


+44 114 222 4448
Full contact details
Management School
Room D027
Sheffield University Management School
Conduit Road
Sheffield
S10 1FL
- Profile
-
I gained a BA in Sociology and Social Policy at the University of Sheffield in 1993, an MSc in Marketing from Sheffield Hallam University in 2001 and a PhD from the University of Sheffield in 1997.
I now lecture in marketing at the University of Sheffield Management School. My main research efforts are focused on environmental marketing and marketing to children.
- Research interests
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I collaborate with colleagues at Robert Gordon University, Aberdeen and the University of Leeds on an ESRC-funded project to investigate the decision making processes consumers engage in when consuming sustainable technologies.
I also work with colleagues in the Dept of Psychology at the University of Sheffield on marketing to children.
I have links with Fordham University, New York, where I collaborate with Professor Fran Blumberg on media consumption and young consumers.
My main collaboration is with Seonaidh McDonald at Robert Gordon University, with whom I research sustainable consumption.
I founded the Sustainability SIG for the Academy of Marketing network and continue to work closely with the new Directors, Dr Claudia Henninger (Manchester) and Dr Pallavi Singh (Sheffield Hallam).
- Publications
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Books
Edited books
- Parents' beliefs about, and attitudes towards, marketing to children..
- The development of children's scepticism about advertising..
- Do very young children understand persuasive intent in advertisements?..
- Young children's ability to identify advertisements on television, web pages and search engine web pages..
- Advertising to Children: New Directions, New Media. London: Palgrave Macmillan.
Journal articles
- Children and young people: opportunities and tensions for sustainability marketing. Journal of Marketing Management, 38(9-10), 831-843.
- Manipulated exposure to television-style healthy food advertising and children's healthy food intake in nurseries. Appetite. View this article in WRRO
- Reducing meat consumption at work and at home : facilitators and barriers that influence contextual spillover. Journal of Marketing Management. View this article in WRRO
- Seeking sustainable futures in marketing and consumer research. European Journal of Marketing. View this article in WRRO
- Pro-environmental behavior in families: A reverse socialization perspective. Journal of Business Research, 115, 110-121. View this article in WRRO
- Understanding Contextual Spillover: Using Identity Process Theory as a Lens for Analyzing Behavioral Responses to a Workplace Dietary Choice Intervention. Frontiers in Psychology, 10. View this article in WRRO
- IMC, social media and UK fashion micro-organisations. European Journal of Marketing, 51(3), 668-691. View this article in WRRO
- Foods shown on television in China. Chinese Sociological Dialogue, 1(2), 120-139. View this article in WRRO
- The impact of marketing on children’s well-being in a digital age. European Journal of Marketing, 50(11), 1969-1974. View this article in WRRO
- What is sustainable fashion?. Journal of Fashion Marketing and Management, 20(4), 400-416. View this article in WRRO
- Challenges for Marketers in Sustainable Production and Consumption. Sustainability, 8(1), 75-75. View this article in WRRO
- Flying in the face of environmental concern: why green consumers continue to fly. Journal of Marketing Management, 31(13-14), 1503-1528. View this article in WRRO
- The Well(s) of Knowledge: The Decoding of Sustainability Claims in the UK and in Greece. Sustainability, 7(7), 8729-8747. View this article in WRRO
- A conceptual framework of the adoption and practice of environmental actions in households. Sustainability, 7(5), 5793-5818. View this article in WRRO
- Children’s Responses to Traditional Versus Hybrid Advertising Formats: The Moderating Role of Persuasion Knowledge. Journal of Consumer Policy, 37(2), 235-255. View this article in WRRO
- The researcher role in the attitude-behaviour gap. Annals of Tourism Research. View this article in WRRO
- Parental mediation of food marketing communications aimed at children. International Journal of Advertising, 33(3), 579-598. View this article in WRRO
- The Importance of Digital Games for Children and Young People. Zeitschrift fur Psychologie, 221(2), 65-66.
- View this article in WRRO
- Children's recognition of advertisements on television and on web pages. Appetite. View this article in WRRO
- Individual strategies for sustainable consumption. Journal of Marketing Management, 28(3-4), 445-468.
- Call for Papers: “Young People and New Media”. Zeitschrift für Psychologie, 220(1), 55-55.
- Sustainable Consumption: Green Consumer Behaviour when Purchasing Products. SUSTAIN DEV, 18(1), 20-31.
- Young children's ability to recognize advertisements in web page designs. British Journal of Developmental Psychology, 27(1), 71-83.
- Developing BTB relationships through direct marketing: customers' perceptions. Direct Marketing: An International Journal, 3(3), 203-221.
- Toward sustainable consumption: Researching voluntary simplifiers. PSYCHOL MARKET, 23(6), 515-534.
- Recycling and the domestic division of labour: Is green pink or blue?. SOCIOLOGY, 40(3), 417-433.
- Sustainability: Consumer perceptions and marketing strategies. Business Strategy and the Environment, 15(3), 157-170.
- Reasons for non-participation in a kerbside recycling scheme. Resources, Conservation and Recycling, 39(4), 369-385.
- Marketing to Children. Journal of Marketing Management, 19(3), 401-409.
- Editorial: Marketing to Children. Journal of Marketing Management, 19(3-4), 401-409.
- Children's understanding of television advertising: a qualitative approach. Journal of Marketing Communications, 9(2), 59-71.
- Talking design: negotiating the verbal–visual translation. Design Studies, 19(2), 127-142.
- Design as Negotiation and Reconciliation: A Case Study of Charity Affinity Credit Cards. The Design Journal, 1(1), 2-11.
- Slimy tactics: the covert commercialisation of child-targeted content. Journal of Strategic Marketing, 1-13.
- Environmental Information on Fast Moving Consumer Goods. Proceedings of the International Association for Business and Society, 13, 321-325.
- Reconceptualizing Recycling: Implications for Promotional Strategies. Proceedings of the International Association for Business and Society, 13, 336-340.
Chapters
- The role of social media in communicating CSR within fashion micro-organizations, Communicating Corporate Social Responsibility in the Digital Era (pp. 232-244). Routledge
- No Through Road: A Critical Examination of Researcher Assumptions and Approaches to Researching Sustainability In Malhotra NK (Ed.), Marketing in and for a Sustainable Society (pp. 139-168). Emerald View this article in WRRO
- Communicating Sustainability: The Case of Slow-Fashion Micro-organizations, Sustainable Consumption (pp. 83-99). Springer International Publishing
- Sustainable Supply Chain Management in the Slow-Fashion Industry In Choi TM & Chen TC (Ed.), Sustainable Fashion Supply Chain Management From Sourcing to Retailing (pp. 129-154). Springer
- Young Children’s Ability to Identify Advertisements on Television, Web Pages and Search Engine Web Pages, Advertising to Children (pp. 199-217). Palgrave Macmillan UK
- Parents’ Beliefs About, and Attitudes Towards, Marketing to Children, Advertising to Children (pp. 115-136). Palgrave Macmillan UK
- Conclusions, Advertising to Children (pp. 239-243). Palgrave Macmillan UK
- Gaming (pp. 1-8). Wiley
- Media Marketing to Children (pp. 1-11). Wiley
- Young Childrenâs Ability to Identify Advertisements on Television, Web Pages and Search Engine Web Pages, Advertising to Children Palgrave Macmillan
- Parentsâ Beliefs About, and Attitudes Towards, Marketing to Children, Advertising to Children Palgrave Macmillan
Conference proceedings papers
- Research group
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Behavioural Research for Inclusivity, Sustainability and Technological Transformation (BRISTT)
- Grants
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Title: How do consumers begin to be green?
- Awarding body: Marketing Trust
- Date: 2016-2018
- People involved: Seonaidh McDonald (Co-I)
- Amount: £9,600
Title: Reduce, reuse recycle: tackling the waste hierarchy through young children’s television.
- Awarding body: Nuffield Foundation
- Date: 2010-2011
- People involved: Seonaidh McDonald, RGU (P.I.) & Mark Blades, Psychology Dept.
- Amount: £7400
Title: Identifying & analysing the frequency & nature of food content in UK children’s television programmes.
- Awarding body: Academy of Marketing
- Date: 2008-2009
- Amount: £2,500
Title: Decision making for sustainable technologies.
- Awarding body: ESRC Sustainable Technologies Programme
- Date: 2003-2005
- People involved: Will Young (P.I.) School of the Environment, University of Leeds & Seonaidh McDonald, Robert Gordon University, Aberdeen.
- Amount: £91,000
- Teaching activities
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I teach a module on the MSc in Marketing Management Practice called Marketing Communications.
This involves looking at the different channels used by organizations to communicate their brand and how these channels are integrated, planned and evaluated.
I use academic journal articles and case studies, together with guest speakers, to explore this topic. Students taking this module contribute to discussions centred on real life examples and knowledge is tested at the end of the semester with an examination and coursework.
Parts of the module closely reflect my research interests – I introduce ethics by relating lectures to my research on marketing to children and sustainable marketing.
- PhD supervision
I currently supervise seven PhD students in the areas of sustainability marketing and marketing to children, and am not currently accepting new PhD students.